Bewley’s tea and coffee have been unveiled in new-look packaging, aimed at refreshing the brand and capturing a younger demographic.
The new packaging was created by London agency Pearlfisher, which ‘revolutionised the previously black and dark grey branding that was felt to be recessive and not synonymous with its craft by celebrating a rich tapestry of untold stories’.
A modular grid system was created, with graphic shapes and textures weaving together to create a tapestry on each recyclable pack.
While the master brand colour palette is proudly white and black, vibrant colours are used for Bewley’s Kenya coffee, for example, bringing to life the culture and geography of the region.
According to the hot-drink brand, the redesign takes cues from the brand’s legendary stories, from being the first company to bring tea into Ireland in the 1800s, to hosting a world of Irish talent, including James Joyce, U2 and WB Yeats, at its Grafton Street cafe in Dublin.
With the new look injecting consistency and vibrancy into its portfolio, Bewley’s noted that it allows the brand to remain ahead of the curve in the ever-changing landscape of the coffee industry.
“Bewley’s has repositioned its brand to help galvanise its role in contemporary culture and coffee leadership, to ensure relevance and appeal to a younger and more socially mobile consumer,” said Bewley’s Catherine Casserly, Ireland marketing director.
“We have reawakened a latent affection for Bewley’s with both current and new consumers by celebrating Bewley’s history in a modern and contemporary way. This is now brought to life in our new visual identity.”